Google Ads updated its gambling advertising rules for the United Arab Emirates starting in March. Under the new policy, online gaming and sports betting ads will be allowed in the UAE, but only from operators approved by the General Authority for Gaming Regulation (GCGRA).
Globally, Google maintains a restricted global gambling advertising policy, meaning that:
- gambing advertising is permissible only in jurisdictions that have legalized gambling
- advertisers are required to be licensed locally and certified by Google.
- advertising content must comply strictly with the rules surrounding responsible messaging and responsible gambling advertising practices.
For operators to be eligible, they must hold a valid GCGRA/Google Ads license and have completed the required certification prior to advertising their services. Gambling may also be advertised in certain categories including online gaming (e.g.-games of chance), lottery or sports betting, provided that all applicable local regulations are followed.
As a result, the updated gambling advertising policy represents a more structured regulatory framework to govern gambling advertising within the UAE, as it prescribes stricter rules for platform operators respective to the eligibility of advertisers.
